FitJoy began as a passion project by the company's CEO, who, after suffering from gluten issues and a severe sensitivity to artificial sweeteners, wanted to develop a brand of on-the-go snacks that offered a gourmet taste experience that would excite his inner foodie without interfering with his health. After thousands of man-hours and 100+ taste tests, FitJoy Nutrition is proud to offer FitJoy Protein Bars that answer your call for less sacrifice and more freedom.